СУЧАСНІ СВІТОВІ ТРЕНДИ ЦИФРОВІЗАЦІЇ ІНДУСТРІЇ ФІНАНСОВИХ ПОСЛУГ У СФЕРІ СПОЖИВАННЯ

Abstract

The article examines the digitalization trends of the financial services market in the field of personal consumption. Attention is paid to the spread of various financial services in the field of personal finance management and e-commerce. Examples of foreign financial institutions focused on servicing trade and investment personal financial transactions are given. The specificity of digital technologies makes financial services remote, but their availability is increasing. It is shown that users prefer those banks that provide the opportunity to remotely manage personal accounts and monitor their own financial situation using online platforms and mobile applications. Therefore, the number of digital financial services offered in the field of personal financial transactions becomes a factor in the modern competitiveness of a financial institution. The development of consumer finance (consumer finance) covering operations from investing in real estate to paying for college education is analyzed. Wellplanned consumer finance helps users securely purchase products and services by paying for them in installments over a fixed period of time. The peculiarities of the BNPL industry – "buy now, pay later" – which modernized deferred and installment payments, were studied. BNPL solutions are available in online stores and are immanent for e-commerce. Therefore, the growth of e-commerce sales by 44.4% in 2021 compared to the same year in 2020 stimulated the spread of BNPL's financial services. This increases the competition of firms in this segment of the financial services market. In order to strengthen their competitive positions, the companies offer a number of new approaches to the implementation of BNPL products and solutions. First, they are direct providers of new financial services that are at the heart of BNPL's US solution development. Second, there are facilitators, large payment companies with well-established commercial relationships that seek to capitalize on the growing interest in direct supplier solutions. Third, retroactive suppliers offering different financing options for all purchases made with their credit card after the fact of payment.